From sunset on January 31 to sunrise on February 1, BOSS kicked off its Spring/Summer 2024 campaign by projecting a 10m-high hologram of brand ambassadors Lee Minho and Gisele Bündchen in London’s Potters Fields Park, near the iconic Tower Bridge.

BOSS is the first fashion brand to launch a major global campaign using a large-scale hologram, paving the way for limitless new opportunities in the realm of outdoor advertising. This striking visual display will create captivating content for the brand’s social channels.

“Innovation has a prominent role in our strategy to achieve consumer impact at scale and create something intriguing. The hologram is the most current expression of our exploration and curiosity around harnessing the power of technology in our communications. The novelty that it delivers also helps us to create captivating content that’s immensely shareable and memorable, offering a new experience to our audiences, resulting in positive associations towards our brand. Ultimately, we look to help and encourage consumers to engage more deeply with our brand as well as to discover and shop our products,” said Nadia Kokni, SVP of Global Marketing and Brand Communications at HUGO BOSS.

The new Spring/Summer 2024 collection is now available, at BOSS stores worldwide, at, and through wholesale partners.